Tata Salt launched its campaign titled ‘Sawaal Kijiye Apne Namak se’, conceptualized and created by Ogilvy Mumbai, to educate consumers about the quality of their salt and help them make well-informed decisions.
The thought behind the 360-degree campaign is derived from the fact that, though salt is a universal and one of the oldest food seasonings, there is limited knowledge around the quality of salt and its impact on health.
The campaign’s TVC, conceptualized by Ogilvy and Mather, stars Konkana Sen Sharma and Tilottama Sharma as the lead protagonists.
The TVCs are meant to astonish consumers and give them a reality check about their salt.
Namrata Keswani, Head of Digital Domain at Ogilvy Mumbai said, “The thinking behind this campaign was simple, sharp and clear. It was to make a hardworking product message like ‘purity test’ reach the consumer in an engaging way and make them try it themselves at home.
Richa Arora, Chief Operating Officer (CPB) of Tata Chemicals Ltd added, “There is an urgent need to generate awareness among the masses about the various methods to identify adulterated salt. We at Tata Salt, are committed towards delivering health-aware products and are constantly working towards societal health and development.”
Anirban Roy, Senior Vice President of Planning at Ogilvy Mumbai shared, “ We’ve kept it simple – tell her why we are superior to others (in an entertaining way) and nudge her to question her current brand of salt. Tata Salt, as a brand, already enjoys phenomenal equity – the intent of this integrated campaign is to convert equity into action.”
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